When we hear “brand,” we might think “logo.” “Emblem.” “Insignia.” Basically whatever you see on a company’s products, marketing materials, buildings, uniforms, etc. that command recognition and familiarity.

Certainly the visual component plays a huge role in brand recognition, but “brand” is a far more multifaceted and intangible entity. It’s not just a pretty image, a witty tagline, or a catchy jingle, although all of those are expressions of a brand’s identity. But just as you wouldn’t simply cite a best friend’s favorite color and tastes in music to describe his or her personality, “brand” goes far deeper.

Brand is a deliberate product of a strategic vision — a vision of what you stand for, and the value you offer. Professionals and organizations that succeed do so in part because they commit the time, effort, and resources necessary to understand themselves and their intended audiences, a potentially daunting challenge. Where do you begin?

“Brand is a critical signal of a professional’s expertise and talents. Creating a strategy for making one’s professional imprint, and reflecting this strategy in a brand pitch, is part of SHA’s world-class curriculum,” said Walsh, associate professor of management & organizational behavior. “By leveraging eCornell’s distributed learning platform, we’re able to bring these key distinctions to a wider audience.”